Marketing to the Affluent

The New York Times bestselling author of The Millionaire Next Door shares proven strategies and expert advice on successfully entering the affluent market. No one knows the rich like the author and business theorist Thomas Stanley. In this book, Stanley explains what it takes to reach, persuade, and market to this highly targeted audience. Stanley discusses the unique perspectives of wealthy individuals, revealing the needs and desires any marketing campaign needs to address in order to be successful with them. Stanley then outlines several highly effective ways to meet those needs, including how to attract wealthy customers through word-of-mouth recommendations from their friends, family, and business associates. Marketing to the Affluent covers:

• Myths and realities about the affluent
• Understanding what the affluent want
• Finding "overlooked" millionaires
• Positioning yourself as an expert

"No one better illuminates the who, where, and how of the affluent market than Tom Stanley."—J. Arthur Urciuoli, Director of Marketing, Merrill Lynch